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Buzz Marketing Group sat down with Millennials from all over the nation to gain some insight into how this generation view celebrities and the entertainment world. The results were fascinating...
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Entertainment Report 2013
06.24.13
What Millennials Really Think About Entertainment
Entertainment Report 2013
Who was Involved?
Buzz Marketing Group’s Entertainment Report 2013 is based on qualitative and quantitative research involving 500 buzzSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports.
Composed based on data from 3.8.2013 to 3.22.2013
500 Participants 9,000 Panelists
53% Female 47% Male
Survey fielded online
Ages 18-34 18-22 17% 23-26 25% 27-30 31% 31-34 27%
What Millennials Really Think About Entertainment
Location
NY 14%
CA 11%
IL 12%
TX 8% PA
7% DC 6%
FL 7%
GA 6%
MA 7%
MI 5%
Rest of USA 17%
Entertainment Report 2013
What Millennials Really Think About Entertainment
Ethnicity
White 25%
Black 25%
Asian American
15%
Hispanic 25%
American Indian 3%
Mixed 7%
Entertainment Report 2013
What Millennials Really Think About Entertainment
Marital Status
Single 36%
DaPng 6%
In a relaPonship
26%
Married 30%
Divorced 2%
Entertainment Report 2013
What Millennials Really Think About Entertainment
Education
High school diploma 27%
Associates Degree 14%
Bachelors Degree 46%
Masters Degree 11%
Doctorate 2%
Entertainment Report 2013
What Millennials Really Think About Entertainment
Employment Unemployed
5% Working part-‐Pme
15%
Working full-‐Pme 52%
Self-‐employed
6%
student 12%
full-‐Pme home maker
11%
Entertainment Report 2013
What Millennials Really Think About Entertainment
Household Income
Less than $8,000
$8,000 -‐ $33,000
$33,000-‐ $82,000
$82,000 -‐ $170,000
$170,000 -‐ $370,000
More than $370,000
I don't want to specify
2%
23%
46%
22%
1% 0% 5%
Entertainment Report 2013
What Millennials Really Think About Entertainment
When asked to pick their three favorites for each category,
our Millennials chose…
Entertainment Report 2013
What Millennials Really Think About Entertainment
14% Law & Order:
Special Victims Unit
20% The Walking
Dead
Entertainment Report 2013
What Millennials Really Think About Entertainment
16% The Big Bang
Theory
What are your favorite TV shows?
1. Walking Dead 20%
2. The Big Bang Theory 16%
3. Law & Order: SVU 14%
4. Family Guy 13%
5. Game of Thrones 13%
6. Modern Family 12%
7. Grey’s Anatomy 12%
8. Breaking Bad 11%
9. The Simpsons 11%
10. How I Met Your Mother 9%
12% Leonardo DiCaprio
17% Johnny Depp
Entertainment Report 2013
What Millennials Really Think About Entertainment
14% Denzel
Washington
Who are your favorite actors?
1. Johnny Deep 17%
2. Denzel Washington 14%
3. Leonardo DiCaprio 12%
4. Kerry Washington 11%
5. Will Smith 11%
6. Tom Hanks 9%
7. Sandra Bullock 8%
8. Brad Pic 8%
9. Jennifer Aniston 7%
10. Angelina Jolie 7%
41% R&B
50% Pop
Entertainment Report 2013
What Millennials Really Think About Entertainment
47% Hip-Hop
What are your favorite genres of music ?
1. Pop 50%
2. Hip Hop 47%
3. R&B 41%
4. Soe Rock 17%
5. Hard Rock 17%
6. Country 14%
7. Jazz 11%
8. House 9%
9. LaPn American 9%
10. Dance 9%
20% Jay-Z
21% Adele
Entertainment Report 2013
What Millennials Really Think About Entertainment
20% Beyonce
Who are your favorite music artists?
1. Adele 21%
2. Beyonce 20%
3. Jay-‐Z 20%
4. Maroon 5 17%
5. Rhianna 16%
6. Taylor Swie 16%
7. Kanye West 14%
8. Drake 13%
9. Eminem 12%
10. Lady Gaga 11%
18% Serena
Williams
26% Michael Jordan
Entertainment Report 2013
What Millennials Really Think About Entertainment
25% David
Beckham
Who are your favorite athletes?
1. Michael Jordan 26%
2. David Beckham 25%
3. Serena Williams 18%
4. Lebron James 18%
5. Michael Phelps 14%
6. Kobe Bryant 10%
7. Gabby Douglas 10%
8. Tim Tebow 8%
9. Dwayne Wade 8%
10. Floyd Mayweather Jr. 8%
18% Will
Smith
31% Oprah
Winfrey
Entertainment Report 2013
What Millennials Really Think About Entertainment
30% Justin
Timberlake
Who are your favorite celebrity entrepreneurs?
1. Oprah Winfrey 31%
2. JusPn Timberlake 30%
3. Will Smith 18%
4. Jay-‐Z 16%
5. The Kardashians 14%
6. Zooey Deschane 11%
7. Gwen Stefani 9%
8. Dr. Dre 9%
9. Magic Johnson 9%
10. Donald Trump 9%
20% Adriana Lima
38% Tyra Banks
Entertainment Report 2013
What Millennials Really Think About Entertainment
34% Heidi Klum
Who are your favorite models?
1. Tyra Banks 38%
2. Heidi Klum 34%
3. Adriana Lima 20%
4. Kate Moss 20%
5. Naomi Campbell 17%
6. Cindy Crawford 16%
7. Gisele Budchen 15%
8. Bar Rafaelli 15%
9. Miranda Kerr 13%
10. Selita Ebanks 9%
21% Nicholas Sparks
34% J.K. Rowling
Entertainment Report 2013
What Millennials Really Think About Entertainment
31% Stephen King
Who are your favorite authors?
1. J.K. Rowling 34%
2. Stephen King 31%
3. Nicholas Sparks 21%
4. J.R.R. Tolkien 16%
5. Stephenie Meyer 15%
6. James Pacerson 14%
7. John Grisham 12%
8. Danielle Steel 11%
9. E.L. James 11%
10. Dean Koontz 10%
25% Calvin Klein
39% Marc Jacobs
Entertainment Report 2013
What Millennials Really Think About Entertainment
31% Ralph Lauren
Who are your favorite designers?
1. Marc Jacobs 39%
2. Ralph Lauren 31%
3. Calvin Klein 25%
4. Coco Chanel 22%
5. Vera Wang 22%
6. Alexander McQueen 18%
7. Betsey Johnson 18%
8. Dolce & Gabbana 17%
9. Kate Spade 17%
10. Stella McCartney 11%
How influential are celebrity endorsers?
Entertainment Report 2013
What Millennials Really Think About Entertainment
How influential are celebrity endorsers when Millennials
purchase cars?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
4%
25%
71%
How influential are celebrity endorsers when Millennials
purchase books and magazines?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
11%
30%
59%
How influential are celebrity endorsers when Millennials
purchase technology?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
10%
27%
63%
How influential are celebrity endorsers when Millennials
purchase fragrances and cosmetics?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
20%
34%
46%
How influential are celebrity endorsers when Millennials purchase shoes and clothes?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
25%
38% 37%
How influential are celebrity endorsers when Millennials
purchase food?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
8%
30%
62%
How influential are celebrity endorsers when Millennials
purchase jewelry?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Very InfluenPal
Somewhat InfluenPal
Not very InfluenPal
11%
37%
52%
Do gossip magazines or blogs influence your opinion about
celebrities?
Entertainment Report 2013
What Millennials Really Think About Entertainment
Not at all 28%
Slightly 59%
Absolutely 13%
Key Findings
Magazines and blogs are less powerful than they seem with our Millennials. Only 13% of our Millennials are absolutely influenced by what they read in the tabloids. Gossip blogs and magazines share a special relationship with celebrities as they often have the power to make them or break them, or simply keep them relevant. 59% say that they are slightly influenced by them while 28% say they are not influenced at all.
Celebrity endorsers are not very influential with Millennials. For years it has been thought that star power was crucial in order to market your brand successfully, but our Millennials are telling us that is not the case. Only fashion(25%) and beauty(20%) celebrity endorsers were considered very influential by our Millennials.
This year we were reminded that even with the host of newcomers in recent years, the A-List is still full of the same old stars. Michael Jordan, Oprah Winfrey, Johnny Depp and Tyra Banks are just a few of the household names we all recognize that our Millennials chose as their favorites. Marc Jacobs was the most popular this year with 39% of the votes for favorite designer.
Entertainment Report 2013
What Millennials Really Think About Entertainment
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215.399.5679 www.buzzmg.com
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